How do you avoid jargon and technical terms in your case studies?

1 Know your audience

The first step to avoid jargon and technical terms in your case studies is to know who you are writing for. Who are your ideal clients or prospects? What are their pain points, goals, and challenges? What level of knowledge and familiarity do they have with your industry, niche, or topic? How do they prefer to consume information? By answering these questions, you can tailor your case studies to match their needs, expectations, and preferences.

2 Simplify your language

In order to make your case studies easy to read, follow, and remember, it’s important to simplify your language and avoid jargon and technical terms. Jargon is any word or phrase that is specific to a certain field, profession, or group and may not be understood by outsiders. Technical terms are words or phrases that describe complex or specialized concepts, processes, or systems. To simplify your language, use plain English and avoid acronyms, abbreviations, and slang. Explain any necessary jargon or technical terms in simple and clear terms or provide a glossary or link to a resource where readers can learn more. You can also use analogies, metaphors, or examples to illustrate or compare complex or abstract ideas. Additionally, break down long sentences into shorter and simpler ones and use active voice instead of passive voice which can sound vague or impersonal.

3 Focus on benefits and outcomes

The third step to avoid jargon and technical terms in your case studies is to focus on benefits and outcomes. Instead of bombarding your readers with technical details, features, or specifications, show them how your solution helped your client achieve their goals, solve their problems, or overcome their challenges. Use quantifiable and measurable results, such as numbers, percentages, or testimonials, to demonstrate the value and impact of your solution. Use emotional and descriptive language to appeal to your readers' feelings and senses. Tell a story that engages your readers and makes them want to learn more.

4 Use visuals and multimedia

To avoid jargon and technical terms in your case studies, you can use visuals and multimedia. Visuals and multimedia can help you convey complex or technical information in a more understandable and attractive way, as well as break up the text and make your case studies more scannable. This could include images such as photos, screenshots, graphs, charts, or diagrams to illustrate or support your points; videos such as interviews, testimonials, demos, or tutorials to show your solution in action or highlight your client's experience; audio such as podcasts, webinars, or recordings to add depth and personality to your case studies; and infographics such as timelines, maps, or flowcharts to summarize or simplify key information.

5 Get feedback and edit

The fifth step to avoid jargon and technical terms in your case studies is to get feedback and edit. No matter how well you write, you may still overlook some jargon or technical terms that may confuse or bore your readers. That's why it's important to get feedback from someone who can give you an objective and honest opinion. You can ask a colleague, a friend, a family member, or a professional editor to review your case studies and point out any areas that need improvement. You can also use online tools, such as readability checkers, grammar checkers, or plagiarism checkers, to polish your case studies and ensure they are clear, concise, and original.

6 Test and measure

The sixth and final step to avoid jargon and technical terms in your case studies is to test and measure. Once you publish your case studies, you need to track and analyze how they perform and how they affect your goals. You can use metrics, such as views, shares, comments, clicks, conversions, leads, or sales, to measure the effectiveness and impact of your case studies. You can also use feedback, such as surveys, polls, reviews, or ratings, to gauge the satisfaction and engagement of your readers. By testing and measuring, you can learn what works and what doesn't, and improve your case studies accordingly.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?